THE DEFINITIVE GUIDE TO

B2B MARKETING OPERATIONS- Webinar -

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Learn how to navigate the increasingly complex MarTech landscape

Tag ManagementAdam Corey, Tealium

Tag management systems build one profile to serve every vendor and channel● Built across every customer

touchpoint (web, mobile/IoT, offline, etc.

● Vendor-neutral approach: Works across your entire stack

● Works in true real-time

Engage Customers Everywhere

Adam Corey | @tealium

Fragmented Customer View

Adam Corey | @tealium

Without Tag Management, companies implement vendors independently● Implementation cycles are slow and

complex● Vendors work in silos without a

common language● Data is lost in JavaScript code, not

accessible to other teams and tools● Data quality concerns exist

It Starts with Data

Adam Corey | @tealium

Tag Management creates efficiencies● Better measurement in less time● Frees up resources; Allows for focus

on optimization● Shorter time-to-market

Tag Management unlocks your data to help create a unified customer view and vendor-neutral strategy

Tag Management Builds Your Foundation

Adam Corey | @tealium

All of your first-party data

Enriched with new attributes, audiences and offline data

Connected in real-time across channels and devices

Universal Identity

Adam Corey | @tealium

Marketing AttributionDave Rigotti, Bizible

Marketing attribution is about connecting marketing to sales.

It enables reporting and optimizations based on downstream metrics such as revenue.

What Is Marketing Attribution?

Dave Rigotti | @drigotti

Common Attribution Models

Dave Rigotti | @drigotti

What Does Good Attribution Look Like?

Visit(Anonymous)

OpportunityCreated

LeadCreated

Social

Organic

Search

Retargeting

Email

EventsChannel

Action

First Touch Last Touch

Dave Rigotti | @drigotti

Account-Based Attribution

Visit Opp.Lead

Researcher UsersDecision Maker

One Account / Company

Dave Rigotti | @drigotti

Account-Based MarketingJohn Dering, DemandBase

Why Account-Based Marketing?

John Dering | @d_rang

John Dering | @d_rang

More marketers are

AWAREof ABM

75%of B2B companies are aware of ABM

84%of marketers say that ABM delivers higher ROI than any other marketing approach

John Dering | @d_rang

More marketers are

having

SUCCESSwith ABM

91%of B2B marketers employing ABM stated they are aligned with sales

96%of B2B companies said ABM has an impact on marketing’s success.

Getting Started With ABM

John Dering | @d_rang

Market IntelligenceSam Laber, Datanyze

What is Market Intelligence?

Sam Laber | @SLaber89

Market specific information that guides decision-making.● Qualitative vs Quantitative

● External vs Internal

● Embedded into existing workflows

Why Market Intelligence?

Sam Laber | @SLaber89

The Age of Personalization The New “Buyer’s Journey”

From Static to Signal-Based Intel

Sam Laber | @SLaber89

“3X Lead → Opp Conversion Increase”

-Sara Davidson, HubSpot MarOps

How to Get Started

Sam Laber | @SLaber89

Call IntelligenceJulia Stead, Invoca

70+ Billion inbound calls via mobile search by 2016

Mobile Has Shifted How We Interact with Prospects

Julia Stead | @JuliaStead

This is a computer.

This is a phone.

Julia Stead | @JuliaStead

"I realized that on mobile devices, I wanted to act more. The balance between acting and

consuming is more shifted towards acting. Acting as in call a business. Right? That’s the simple

most acting.”

- Amit Singhal, Sr. VP Search at Google, on his year of living ‘Mobile First’:

Is Your Technology Really Omni-channel?

Julia Stead | @JuliaStead

Call Intelligence provides marketers attribution and analytics for conversions from any channel, that happen over the phone.

What is Call Intelligence?

Julia Stead | @JuliaStead

Your marketing programs get credit, you get accurate ROI, and can figure out how to drive more.

● Full, granular attribution for inbound calls● Better, accurate ROI for all your marketing channels● Transparency and actionable insight into your best interactions

Benefits of Call Intelligence

Julia Stead | @JuliaStead

Invoca’s Results: Paid Search Channel

Qualified Pipeline Q3 2015

By including calls, our pipeline to spend ratio increased by 166%.

Experience OptimizationWintha Kelati, Optimizely

Wintha Kelati | @WinthaK

1. Build the foundation for reaching the right audience

2. Increase engagement and conversions on the

marketing site and in-product

3. Improve performance of marketing campaigns and

nurture programs

How Experience Optimization Enables You

Wintha Kelati | @WinthaK

Testing Symmetry at the Top of the Funnel

Wintha Kelati | @WinthaK

Testing Symmetry at the Top of the Funnel

Wintha Kelati | @WinthaK

Optimizing the Customer Experience with Marketing Data

Wintha Kelati | @WinthaK

You can also leverage

experience optimization to

tailor the experience of

your customers within

your product.

Lead Routing & ScoringSean Zinsmeister, Infer

Primary Inbound Nurture

Sean Zinsmeister | @SZinsmeister

LR & LS

Primary Inbound Nurture + Behavioral Model

Sean Zinsmeister | @SZinsmeister

LR & LS

Outbound Nurture

Sean Zinsmeister | @SZinsmeister

LR & LS

Data Quality ManagementTrisha Randolph, ReachForce

Common Theme: Data

Trisha Randolph | @ReachForceTrish

Coupling high-quality

data with actionable

strategies leads to

operational efficiencies.

Impact of Poor Quality Data

Trisha Randolph | @ReachForceTrish

If disparate systems contain poor quality data, using this information to finalize decisions can undo even the most well-intentioned and best-planned marketing strategies.

Inbound, Real-time Data

Trisha Randolph | @ReachForceTrish

Immediate Segmentation

Accelerated Lead-to-Opportunity

Back-End, Existing Database

Trisha Randolph | @ReachForceTrish

Clean Prospect & Customer

Data

Implementing a Data Quality Strategy

Trisha Randolph | @ReachForceTrish